This document summarizes a research project conducted to assess the market readiness for a new designer saree brand called CHELA in Thrissur, Kerala. The researcher conducted interviews and surveys that found a demand for quirky saree designs not currently offered by major brands. Two unique saree designs were developed using coins to meet this demand - one with 1,050 coins sewn on and another with a vintage 1910 coin printed on silk. Marketing strategies were proposed, including a magazine launch, movie promotion, and an exhibition. A SWOT analysis identified strengths in location and designs, but weaknesses in materials and competition. Intellectual property protection was also discussed.

1. Dissertation Project
NIFT, Kannur
18.05.2015
RESEARCH ON MARKET
READINESS FOR A NEW DESIGNER
BRAND ON
SAREE
BY
SIMIRAAJ

2. B
a
c
k
g
r
o
u
n
d
Love and passion
for the fashion
industry
Launching own
brand in home
land
Idea for bringing
up a promising
brand line
exclusively for
sarees
Money minting
industry
Thrissur the
next big thing
Thrissur-ites
are shopaholic

3. W
h
y
s
a
r
e
e
?
•Tradition, culture and costume of our country
• Best attire to dress a women to accentuate her
body and beauty
• Classic in Indian fashion
• Mostly worn attire by all age group of women
• Personal favorite

4. O
b
j
e
c
t
i
v
e
s
• research, find and execute a furnish-able fashion
business idea on saree
• to find a niche market for saree business
• to find a perfect business idea, its launch & promotion

5. L
i
m
i
t
a
t
i
o
n
s
• Limits within a particular target audience
• Finance
• Restricts to the niche market
•Only in Thrissur

6. S
c
o
p
e
•Concept started in late 2011 by referring friends of friends for
on request saree designing
• Increase in client base on the go
• Stand out from the repeated saree designs in market IN
Thrissur
• Demand on quirky saree designs sensed through survey
• Gap between usual saree design and quirky designs

7. C
o
m
p
a
n
y
B
r
i
e
f
•CHELA means ‘ a long piece of cloth that can be
draped to form an attire’
•A brand that will be truly dedicated to saree attires
•Understands that its attire is a form of self-expression,
allowing woman to differentiate themselves.
•Located at Thrissur, Kerala
•Targeting Upper middle class & Elite class
•Woman owned sole proprietorship company

8. M
a
r
k
e
t
B
r
i
e
f
• Location at Thrissur, Kerala
•Booming land Thrissur
•Saree is a classic fashion in Kerala
• Unavailability of quirky sarees in Kerala & hence
people don’t buy it
• The monopolies such as Kalyan & Jayalakshmi don’t
have such sarees

9. R
e
s
e
a
r
c
h
M
e
t
h
o
d
o
l
o
g
y
Personal Interview
• Ms Deepika Ramesh (32yrs) says her love for her native
land Thrissur and reveals her only concern that she
always have to travel out of town and she says “anything
fashionable and real is always welcome and would be
supported”.
•Saritha Venugopalan (28yrs) , PR manager of Perfect
Relations, Kochi says,”as a professional in the corporate
world and with lack of time to shop in big textile stores I
have always relied on Chela for my formal as well as
occasional wear sarees. Chela has always made me
improve my persona with its exclusive designs designed
for me and my skin tone.”

10. R
e
s
e
a
r
c
h
M
e
t
h
o
d
o
l
o
g
y
Survey
A survey was carried out on a sample size of 231 women
from Lions Club, Thrissur and thus it came to an
understanding that there is high demand for quirky
designs and concepts. It was only due to the
unavailability that nobody came up for such sarees
max amount spend for saree purchase a
month
2000rs -5000rs
5000-10000
8000- 15000
20000 above
Preffered design type
Quirky designs
Traditional designs
Embroidered
All the above

11. R
e
s
e
a
r
c
h
M
e
t
h
o
d
o
l
o
g
y
Questionnaire
The findings through questionnaire was to know the
mind set of people from Thrissur.
To know their acceptance towards clothing styles
Understanding the business feasibility in Thrissur
And also it was understood that women do buy saree
even if it is a one time wear, its more about possessing it

12. D
e
s
i
g
n
D
e
v
e
l
o
p
e
d
This saree was conceptualised with 1050 no:s of 1rs coins.
The famous shisha embroidery technique is been used to
concentrate the coins on the saree. This design belong to an avant
garde collection. Mainly for attention seeking of the brand which
helps in promotion and launch of brand.

13. D
e
s
i
g
n
D
e
v
e
l
o
p
e
d
With the same concept of coins but the coin design used are the age
old coin from 1910, ANNA1 for its aesthetic appeal which bring in a
quirky yet attractive design through screen printing on a Chandheri
silk saree. This can fall in casual to semi formal saree.

14. M
a
r
k
e
t
i
n
g
S
t
r
a
t
e
g
i
e
s
• The classic 4 P’s
• Target audience
•Querilla weapons : 1. Fusion marketing
2. Follow up
3. Public seminars
• Market niche
• Brand personality

15. P
r
o
m
o
t
i
o
n
&
L
a
u
n
c
h
•A introduction of the designs for its
quirkiness through a leading women’s
magazine of Kerala
• Contracted the coin saree for a
movie
•A sales exhibition to be conducted in
Lion’s club, Thrissur

16. S
W
O
T
A
n
a
l
y
s
i
s
STRENGTH
Location
Personal contacts
Media contact
Prevailing client base
Quirky and unique designs
WEAKNESS
Material sourcing
Workmanship sourcing
Availability only in Thrissur
OPPORTUNITIES
Increase in client base
Introduction to industry
Standing out from other
brands
Approaching new challenges
in market
Fame with the strategy of
quirky designs
THREAT
Competing the monopolies in
town
Copying by other claiming
brands
Getting accepted

17. I
P
R
P
r
o
t
e
c
t
i
o
n
1. Class 24 - Textile piece goods including sarees,
dress materials and shawls.
2. Class 25 - Clothing, footwear, headgear.
3. Class 40 - Tailoring, dressmaking and dying of
garments included in class
4. Class 42- Designing of Dresses and Cloths

18. C
o
n
c
l
u
s
i
o
n
•This research project has shed light in understanding the
market for designer sarees in Thrissur, Kerala.
• Helped in developing a unique identity and promotional
aspects for a new brand.
• To implement a new sense of saree designs to the
audience in Kerala.
• Recognition and fame as a designer.

19. Thank You